Smartwater is a brand with a 25-plus year heritage, a key position in Coca-Cola's hydration portfolio and — with its latest brand extension — a chance to crack into a $1 billion alkaline space. With a 9.5 pH level and the addition of selenium, Smartwater Alkaline with Antioxidant seeks to boost hydration beyond regular water. Coca-Cola tapped agency VMLY&R to craft a marketing campaign that dual-tracks creative to offer two takes on how consumers can elevate their lives with the product. Launched in late February and running across paid and owned traditional and digital advertising, "Elevate How You Hydrate" features two 30-second ads. The eponymous spot is a rapid-fire relay race of urban action that follows a bottle of Smartwater as its bearers commute, BMX bike, run and prepare to hit the town before a daredevil takes the bottle for a trip up the facade of a building. The lower-key "Same Kid" stars brand ambassador Pete Davidson, who claims to be the "same old kid from Staten Island," just one who has elevated his experiences, all in the former "SNL" star's familiar comedic tone.